Certain brands, people and services are larger, better, faster, shinier than the sum of their parts – at least in our perception. There is something intangible about them. What they are doing is a kind of magic. Consider these examples:Red Bull: It’s an energy drink – taurin, sugar, caffeine, bubbles. But the actual product is not the drink, that’s just the vehicle. What the company is really selling is the emotion you feel when you think about the brand. In Red Bull̵